The Quality Is Not Keeping Pace With The Fast Fashion Brand.

Recently, following the debut of the regional brand Nyden, H&M announced that it will be formally launched in November 8th and Italy.

The brand new brand cooperation series of Moschino cooperation: Moschino [tv] H&M 2018.

It is understood that the series will be launched simultaneously in H&M's offline stores and official website.

In November 6th, the total number of fast fashion camps in Changsha has nearly 60. Since the first fast fashion brand entered the Star City in 2011, Changsha has gathered a group of mainstream fast fashion brands such as H&M, Zara and GAP.

But it is easy to see that it has enriched innovative clothing with low price, fast speed and rich categories.

Zara, H&M and other fast fashion brands, its "speed sequelae" also gradually emerged in the upgrading of consumption: it was once labeled "monthly" and "Quarterly".

Insiders said that after entering 2018, the fast fashion industry's overall expansion slowed down obviously, and faced with the challenge of "slowing down", "how to increase user loyalty or become the key to fast fashion pformation for survival."

Several brands withdraw from sofa exhibition slow down

In the second half of this year, the H&M gold center store opened its doors to customers. This is the ninth store that the brand has opened in Changsha.

Since the first fast fashion brand entered the Star City in 2011, Changsha has gathered a group of mainstream fast fashion brands such as H&M, Zara and GAP.

In November 6th, according to the statistics provided by the respective official website of the brand, the fast fashion camp, including H&M, Zara, UNIQLO, Muji, etc., now has nearly 60 stores in Changsha.

Although there are many fast fashion brands in Changsha's newly opened shopping centers, they occupy the golden belt of every inch of land.

But it is not hard to see that many brands have left the market in a gradually saturated market.

As the first Spanish fast fashion brand Mango stationed in Changsha, it was quietly removed from the first floor of Lok Ho City in the middle of last year.

In addition, the brand has been in the Apollo business center, Yue Fang IDmall stores have long been nowhere to be found.

It is easy to see that since entering 2018, the overall trend of fast fashion industry has slowed down obviously.

According to the statistics of win business network, in the first quarter of this year, the ten fast fashion brands including Zara, UNIQLO, Muji, UR, C&A and GAP had only 25 new outlets in the mainland (excluding upgrading and reopening stores). Compared with 2017 and 2016, the number of new stores was greatly reduced, with a decrease of about 40% and 38% respectively.

Quality problems drag on the price and style.

As a matter of fact, since the beginning of 2016, the number of fast fashion brands in the world has been showing a trend of growth. The most valued profit growth has experienced varying degrees of decline.

And at the end of last year, the State Administration of quality supervision, inspection and Quarantine issued the "unqualified information on imported industrial products" showing that UNIQLO and Zara totaled more than 1000 pieces.

Products were notified of quality problems. In addition, Zara was also noted for imported industrial products in May 2017, July and October.

On the same day, reporters visited Changsha, Bershaka, Zara, C&A and other fast fashion line stores found that poor quality is a lot of consumers give reporters feedback.

It is obvious that the "quality gate" of fast fashion brands reduces the brand image quite a lot.

It is worth noting that when referring to the choice between price and quality, most consumers still think that the first consideration is price and style.

"When you see the news, you will choose other houses for a while, but new styles and nice clothes will come on the market, or you will come around."

Changsha white-collar Miss Wu, who is queuing up for the fitting test, told reporters that compared to the tens of thousands of expensive clothes in the mall, she would give more money to the fast fashion brands at low cost, but also expect quality improvement.

Transformation

Get rid of fast fashion labels: Joint designers make limited payments.

According to a department store retailer who has worked for many years, although the fast fashion brand is shrouded in "shadow", the huge consumption potential of the market still makes enterprises scramble for bets, and sacrifice their own solutions: pformation from fast fashion labels, or expansion of brand matrix, the introduction of new brands, and the march to all channels.

Such as H&M group, its existing brands include H&M, COS, &Other Stories, Monki, Weekday, Cheap Monday, H&M Home and new generated H&M.

Last December, it announced that a brand new brand will be launched in 2018: Nyden, focusing on designing limited money and not taking the fast fashion line.

Not only that, H&M recently announced that it will formally launch the 2018 brand new series of cooperation with Italy fashion brand Moschino in November 8th: Moschino [tv] H&M.

It is understood that the series will be launched simultaneously in H&M's offline stores and official website.

In fact, fast fashion brands are not new.

Since the launch of the UT cooperation series jointly launched by UNIQLO and New York street artist Kaws in China in 2016, according to the data released by UNIQLO, the total sales volume of the series has reached nearly one million in one week.

According to the price of the T-shirt at 99 yuan, it has contributed nearly 100 million yuan in less than a month's sales.

"At present, the way of cross border art of clothing brands is mainly to cooperate with artists and introduce limited commodities, which has become a trend nowadays."

The industry said that for some clothing brands, cross-border cooperation with artists can not only enhance their artistic taste, but also become a good medicine to turn around the business dilemma.

(Chen Keyu)